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News

GLOBAL: Effective campaigns increasingly have PR baked into their channel strategies, according to a new WARC report which analyses the most effective campaigns from around the world.

Article

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

Case Study

As part of a series of initiatives celebrating its bicentenary, Australian bank Westpac created a kids' rash vest with CPR instructions to highlight its commitment to future generations.

Case Study

Johnson's Baby, the baby-care brand, used social media and events to differentiate its brand in a crowded Indonesian market.

Case Study

German telco Deutsche Telekom used mobile and social channels globally for the launch of the Sea Hero Quest game (mobile and VR) that provided a vast data set to be used in dementia research.

Case Study

Tecate, the Mexican beer brand, used a campaign against domestic violence to increase sales in Mexico.

Case Study

Pantene, the hair-care brand, revived the Beautiful Lengths campaign in Israel by communicating the opportunity to remove a cancer sufferer from a billboard.

Case Study

The University of Engineering and Tehcnology (UTEC), a private university in Peru, used an invention and PR to increase interest in its courses.

Case Study

Sportswear brand Reebok used a multimedia strategy to change the sexist nature of the narrative for women's fitness in India and close the gap on market-leader Nike.

Case Study

Snack brand Doritos launched an innovative 'mystery flavour' campaign in Brazil that helped it reconnect with millennials and recover its reputation as a bold brand.

News

MIAMI BEACH, FL: Procter & Gamble, the packaged-goods manufacturer, is pushing shops from different holding groups to work together, an initiative forming part of a wider effort to transform its agency relationships.

Article

Procter & Gamble, the consumer-packaged goods manufacturer, is transforming the client-agency relationship to reflect the new demands facing its brands.

Case Study

Royal Caribbean, the holiday company, used social media to connect with consumers in a competitive market in the US.

Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.

Case Study

UNIQLO, a clothing brand, changed its global strategy and repositioned its brand as clothing made for all in order to have a successful opening weekend for its new store in Toronto.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Article

Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Article

Advancing the digital-marketing agenda inside large companies is often a complex task, and thus requires a carefully considered approach.

News

NEW YORK: The relationship between the National Rifle Association (NRA), the lobbying group, and Ackerman McQueen, its long-standing agency, demonstrates the complexities that can result for shops with controversial clients on their roster.

Article

Procter & Gamble, the consumer goods giant, is seeking to transform its agency relationships across a range of dimensions.

Article

Agencies with controversial clients can face a significant challenge if these brands get caught up in major social and political debates.

Case Study

HP, the American technology company, raised awareness of print security as a category and increased B2B sales in Canada through an educational documentary.

Case Study

Arterra Wines Canada, the wine producer, launched its new Bù wine product by partnering with a renowned sommelier.

Article

Unilever, the consumer packaged-goods manufacturer, is taking a holistic approach to tackling the problems facing the digital supply chain.